Service Design Thinking - How to successfully innovate beyond buzzwords

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These are the slides of a talk I gave at the Interaction South America Conference 2013 in Recife, Brazil.

Find the videos I showed on our websites:
www.myservicefellow.com (available from summer 2014)
www.smaply.com (launching in December 2013)

The book website of TiSDT:
www.thisisservicedesignthinking.com

Presentation by Marc Stickdorn & Jakob Schneider.
Graphic design by Jakob Schneider (Designer of TiSDT). Like his style? Check his agency: http://kd1.com ;)

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Service Design Thinking - How to successfully innovate beyond buzzwords

  1. 1. 2013 Service Design Thinking Marc Stickdorn
  2. 2. Hi! My name is Marc Stickdorn. Service Design Thinking Marc Stickdorn 2013
  3. 3. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Service Design Thinking Marc Stickdorn 2013
  4. 4. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE call it: … or as some might es.” your customer’s sho “slipping in Service Design Thinking Marc Stickdorn 2013
  5. 5. PERSONA Jakob 28 Male German “Don’t believe the hype!” Service Design Thinking Marc Stickdorn 2013
  6. 6. 1 Reading a travel magazine 1 JAKE Service Design Thinking Marc Stickdorn 2013
  7. 7. 2 Going to a travel agency 1 JAKE Service Design Thinking Marc Stickdorn 2013 2
  8. 8. 3 Reading online reviews 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3
  9. 9. 4 Booking online 1 JAKE Service Design Thinking Marc Stickdorn 2013 2 3 4
  10. 10. 5 Dreaming of holidays while at work 2 JAKE Service Design Thinking Marc Stickdorn 2013 3 4 5
  11. 11. 6 Packing bags 3 JAKE Service Design Thinking Marc Stickdorn 2013 4 5 6
  12. 12. 7 Check-in process with long line PRE-SERVICE PERIOD 4 JAKE Service Design Thinking Marc Stickdorn 2013 5 6 7
  13. 13. 8 Checking in, baggage drop-off PRE-SERVICE PERIOD 5 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 6 7 8
  14. 14. 9 Passing security check PRE-SERVICE PERIOD 6 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 7 8 9
  15. 15. 10 Boarding PRE-SERVICE PERIOD 7 JAKE Service Design Thinking Marc Stickdorn 2013 SERVICE 8 9 10
  16. 16. 11 In-flight experience SERVICE 8 JAKE Service Design Thinking Marc Stickdorn 2013 9 10 11
  17. 17. 12 Arrival at destination SERVICE 9 JAKE Service Design Thinking Marc Stickdorn 2013 10 11 12
  18. 18. 13 Transfer to accomodation SERVICE 10 JAKE Service Design Thinking Marc Stickdorn 2013 11 12 13
  19. 19. 14 Staying at the hotel SERVICE 11 JAKE Service Design Thinking Marc Stickdorn 2013 12 13 14
  20. 20. 15 Attending a diving school SERVICE 12 JAKE Service Design Thinking Marc Stickdorn 2013 13 14 15
  21. 21. 16 Dinging at local restaurant SERVICE 13 JAKE Service Design Thinking Marc Stickdorn 2013 14 15 16
  22. 22. 17 Flying back home SERVICE 14 JAKE Service Design Thinking Marc Stickdorn 2013 15 16 17
  23. 23. 18 Posting online reviews SERVICE P O S T- S E R V I C E 15 JAKE Service Design Thinking Marc Stickdorn 2013 16 17 18
  24. 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Service Design Thinking Marc Stickdorn 2013
  25. 25. THE CUSTOMER JOURNEY OF PRE-SERVICE PERIOD Service Design Thinking Marc Stickdorn 2013 SERVICE PERIOD post-service period
  26. 26. Cool! INTRODUCING Service Design Thinking Marc Stickdorn 2013 KLAUS
  27. 27. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 2 3
  28. 28. SERVICE PERIOD 16 P O S T- S E R V I C E 17 18 JAKE PRE-SERVICE PERIOD 1 KLAUS Service Design Thinking Marc Stickdorn 2013 social media 2 3
  29. 29. POSITIVE social media Service Design Thinking Marc Stickdorn 2013
  30. 30. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  31. 31. POSITIVE social media Joshie, the giraffe Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  32. 32. POSITIVE social media Service Design Thinking Marc Stickdorn 2013 Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
  33. 33. NEGATIVE social media Service Design Thinking Marc Stickdorn 2013
  34. 34. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  35. 35. Dave Carroll – United breaks guitars Service Design Thinking Marc Stickdorn 2013 13.000.000+
  36. 36. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  37. 37. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  38. 38. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  39. 39. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  40. 40. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  41. 41. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  42. 42. CUSTOMER SATISFACTION PRE-SERVICE 1 SERVICE 2 Expectations Service Design Thinking Marc Stickdorn 2013 3 4 P O S T- S E R V I C E 5 6 Experiences 7 8 9 10 Satisfaction
  43. 43. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 JAKE
  44. 44. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 KLAUS JAKE
  45. 45. EMOTIONAL JOURNEY PRE-SERVICE 1 SERVICE 2 3 4 P O S T- S E R V I C E 5 6 7 8 9 10 Service Design Thinking Marc Stickdorn 2013 LAURA KLAUS JAKE
  46. 46. MARKETING SHIFTS FROM ADVERTISEMENTS TO EXPERIENCES Service Design Thinking Marc Stickdorn 2013
  47. 47. #servicedesign Service Design Thinking Marc Stickdorn 2013
  48. 48. #servicedesign Service Design Thinking Marc Stickdorn 2013
  49. 49. SERVICE-DOMINANT LOGIC Service Design Thinking Marc Stickdorn 2013
  50. 50. SERVICE-DOMINANT LOGIC Product or service? Service Design Thinking Marc Stickdorn 2013
  51. 51. SERVICE DOMINANT LOGIC THE SERVICE BEHIND THE PRODUCT Der Service hinter dem Produkt Anrufbeantworter Service Design Thinking Marc Stickdorn 2013
  52. 52. GOODS-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013
  53. 53. ADVERTISEMENTS ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013
  54. 54. MOMENT OF SALE moment of s ale ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES
  55. 55. AFTER SALES after sales ( service) ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 SALES AFTER SALES
  56. 56. SERVICE-DOMINANT LOGIC Value-in-Exchange Service Design Thinking Marc Stickdorn 2013 Value-in-Use
  57. 57. SERVICE-DOMINANT LOGIC Value co-creation Service Design Thinking Marc Stickdorn 2013
  58. 58. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE Service Design Thinking Marc Stickdorn 2013 AFTER P O S T- S E R V I C E
  59. 59. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY ADVERTISEMENTS SALE PRE-SERVICE SERVICE AFTER le moment of sa Service Design Thinking Marc Stickdorn 2013 P O S T- S E R V I C E after sales
  60. 60. THINK IN SERVICES “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos Founder and CEO of Amazon.com Service Design Thinking Marc Stickdorn 2013
  61. 61. THINK IN SERVICE ECOSYSTEMS “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.” — Stephen Elop, CEO of Nokia Service Design Thinking Marc Stickdorn 2013
  62. 62. THE TOURISM ECOSYSTEM A Service Design Thinking Marc Stickdorn 2013 B C
  63. 63. THE TOURISM ECOSYSTEM KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  64. 64. THE TOURISM ECOSYSTEM AGENC KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  65. 65. THE TOURISM ECOSYSTEM AGENC TRANS AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  66. 66. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A JAKE Service Design Thinking Marc Stickdorn 2013 B C
  67. 67. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  68. 68. THE TOURISM ECOSYSTEM AGENC HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013
  69. 69. THE TOURISM ECOSYSTEM AGENC EMPLOYEES HOTEL KLAUS Service Design Thinking Marc Stickdorn 2013
  70. 70. THE TOURISM ECOSYSTEM AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
  71. 71. THE TOURISM ECOSYSTEM SHAREHOLDERS AUTHORITIES SUPPLIERS AGENC EMPLOYEES MAINTENANCE HOTEL ROOM SERVICE KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY KLAUS
  72. 72. THE TOURISM ECOSYSTEM MARKETING SHAREHOLDERS SUPPLIERS AGENC EMPLOYEES AUTHORITIES COMMUNITY MAINTENANCE HOTEL ROOM SERVICE SALES KITCHEN Service Design Thinking Marc Stickdorn 2013 LAUNDRY ETC … KLAUS
  73. 73. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  74. 74. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  75. 75. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  76. 76. THE TOURISM ECOSYSTEM AGENC TRANS HOTEL AIRLIN KLAUS A REV JAKE REST Service Design Thinking Marc Stickdorn 2013 DIVING B C
  77. 77. #servicedesign Service Design Thinking Marc Stickdorn 2013
  78. 78. Service Design is not new. Service Design Thinking Marc Stickdorn 2013
  79. 79. Service Design is not new. MARKETING IT DESIGN SALES Corporate communications Infrastructure Usability Point-of-Sales Technical support Look and feel Customer support Customer relationship management Service Design Thinking Marc Stickdorn 2013
  80. 80. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013
  81. 81. Service design is inter-disciplinary. MARKETING IT SALES DESIGN Service Design Thinking Marc Stickdorn 2013 MANAGER MARKETER DESIGNER DEVELOPER PSYCHOLOGIST
  82. 82. TASK Yes, please. Service Design Thinking Marc Stickdorn 2013
  83. 83. Service design is inter-disciplinary. Service Design Thinking Marc Stickdorn 2013
  84. 84. Every discipline has its language. Service Design Thinking Marc Stickdorn 2013
  85. 85. Service design thinking is a common language. Service Design Thinking Marc Stickdorn 2013
  86. 86. Service design thinking is an iterative process. EXPLORATION EXPLORATION EXPLORATION Service Design Thinking Marc Stickdorn 2013 CREATION CREATION CREATION REFLECTION REFLECTION REFLECTION IMPLEMENTATION IMPLEMENTATION IMPLEMENTATION
  87. 87. Service design thinking is an iterative process. Service Design Thinking Marc Stickdorn 2013 The Squiggle by Damien Newman from Central Inc.
  88. 88. #servicedesign (or whatever you call what we’re doing) management THE CONTINUOUS IMPROVEMENT OF CUSTOMER EXPERIENCE Service Design Thinking Marc Stickdorn 2013
  89. 89. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  90. 90. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  91. 91. Service Design Thinking Marc Stickdorn 2013
  92. 92. Service Design Thinking Marc Stickdorn 2013
  93. 93. Service Design Thinking Marc Stickdorn 2013
  94. 94. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  95. 95. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  96. 96. THE TOUCHPOINT PORTFOLIO IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  97. 97. THE TOUCHPOINT PORTFOLIO START HERE! IMPACT ON CUSTOMER SATISFACTION CHEAP Service Design Thinking Marc Stickdorn 2013 COST A LOT
  98. 98. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  99. 99. PROTOTYPING REFLECTION CREATION Understanding the impact of new or modified touchpoints on the customer experience, the service ecosystem, and the organisation, and employee experience … Service Design Thinking Marc Stickdorn 2013
  100. 100. Service Design Thinking Marc Stickdorn 2013
  101. 101. Service Design Thinking Marc Stickdorn 2013
  102. 102. SERVICE DESIGN MANAGEMENT CX ANALYSIS IMPLEMENTATION REFLECTION Service Design Thinking Marc Stickdorn 2013 IDENTIFICATION OF CRITICAL TOUCHPOINTS CREATION
  103. 103. SERVICE DESIGN THINKING DOING Service Design Thinking Marc Stickdorn 2013
  104. 104. JUST SOME OF ALL THESE TOOLS Service Design Thinking Marc Stickdorn 2013
  105. 105. SELF-EXPLORATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  106. 106. OBSERVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  107. 107. CONTEXTUAL INTERVIEWS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  108. 108. MOBILE ETHNOGRAPHY Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  109. 109. PERSONAS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  110. 110. CUSTOMER JOURNEY MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  111. 111. STAKEHOLDER MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  112. 112. VALUE NETWORK MAPS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  113. 113. SERVICE PROTOTYPES Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  114. 114. SERVICE ADVERTISEMENTS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  115. 115. BUSINESS MODEL INNOVATION Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  116. 116. THEATRICAL TOOLS Service Design Thinking Marc Stickdorn 2013 Exploration Creation/Reflection Implementation
  117. 117. #servicedesign Service Design Thinking Marc Stickdorn 2013
  118. 118. FURTHER INTEREST? BOOKS ONLINE RESSOURCES Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010) twitter: #servicedesign Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006) Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999) Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie & Ben Reason (2013) Service Design Thinking Marc Stickdorn 2013 www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com
  119. 119. THANK YOU. Marc Stickdorn @MrStickdorn marc@smaply.com www.tisdt.com www.smaply.com www.myservicefellow.com www.thisisservicedesigndoing.com Service Design Thinking Marc Stickdorn 2013
  120. 120. 5 BASIC PRINCIPLES Service Design Thinking Marc Stickdorn 2013
  121. 121. 1 USER-CENTRED Service Design Thinking Marc Stickdorn 2013
  122. 122. 2 CO-CREATIVE Service Design Thinking Marc Stickdorn 2013
  123. 123. 3 SEQUENCING Service Design Thinking Marc Stickdorn 2013
  124. 124. 4 EVIDENCING Service Design Thinking Marc Stickdorn 2013
  125. 125. 5 HOLISTIC Service Design Thinking Marc Stickdorn 2013

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